75% of Pinterest users are mobile millennial moms

Pinterest users are overwhelmingly mobile, female and young. In short, they are the very "Millennial Moms" that marketers and retailers are trying so desperately to reach.

Pinners, as they're called, are a growing and influential group for retailers. Slightly more than 22 percent of the U.S. population uses Pinterest at least once a month, according to research from marketing company Ahalogy. Active Pinterest users skew younger and are relatively affluent with 9 percent more purchasing power than non-users.

Active users are very active: 55 percent log in to the platform seven days a week and average 26 minutes per visit. Most, 79 percent, are women and 63 percent are younger than 40 years old.

And Pinterest is overwhelmingly mobile in a way that effects buying decisions. Seventy-five percent of activity on the site comes from mobile devices and Ahalogy's research shows that nearly 30 percent of active users access the Pinterest app while in-store to guide purchases.

Men are catching up as active users and have slightly more purchasing power, but are interested in different product categories and activities than their female Pinterest counterparts. All are considered early adopters interested in trying new things — and they often do, thanks to Pinterest boards. Half of those surveyed have tried more than six new activities because of something they saw on Pinterest.

This group also consumes less traditional media than others, in keeping with millennial behavior in general, but it's important to note that they also are very open to brand promotions. A salient point now that Pinterest has introduced paid pins.

These are pins that will appear in a user's feed. Target (NYSE:TGT), Gap (NYSE:GAP) and Lululemon (NASDAQ:LULU) are among the first retailers to test the product, and this new report shows that shoppers are open to the paid promotions. Roughly 73 percent of active users said they were neutral to positive about the arrival of paid pins, as long as they fit with the platform's spirit of sharing authentic information.

The top five brands that pinners are interested in following, according to the report, are all retailers: Etsy, Victoria's Secret, Jo-Ann Fabrics & Crafts, Starbucks (NASDAQ:SBUX) and Target. Target recently launched a summer-long promotion with top pinners and home decor retailer CB2 furnished an entire Manhattan apartment with picks from Pinterest.

For more:
-See this CB2 post
-See this Ahalogy report (download)

Related stories:
CB2 and the apartment that Pinterest built
Target, Gap, Lululemon launch promoted pins on Pinterest
Pinterest partners with retailers to embed pins directly on their Websites  
Pinterest sales from mobile up 224% 
Target taps top Pinterest pinners in party planning promotion